Description

Description

“Around one in four users would like to see more individual portions of cakes, suggesting the market could tap more effectively into the popular impulse occasions through single packs and greater visibility in impulse channel and aisles, effectively leveraged by cereal bars and breakfast biscuits.”

– Kiti Soininen, Head of UK Food, Drink and Foodservice Research

Some questions answered in this report include:

What can cakes and cake bars learn from rival treat categories?

Do healthier options resonate in the cake and cake bars market?

How can cake brands combat low penetration among under-25s?

How can flavour innovation support interest in the price-led market?

High volume growth in individual/small varieties helped the cakes and cake bars market stem the value decline of the two previous years to reach £1.14 billion and 317 million kilograms in 2012. Cake bars, slices and small cakes are increasingly tapping into the broader snacking opportunity, meaning the category as whole is better equipped to compete with rival chocolate confectionery, biscuit and cereal/snack bar sectors.

Facilitating this has been innovation in individual packaging, ongoing commitment to flavour refreshment in a stubbornly traditional market, and rising levels of adspend in this hitherto low profile sector. Mr Kipling is behind much of the brand investment in the category.

Undoubtedly, the dominance of own-brand is both a blessing and a hindrance to growth, given the high level of price sensitivity among consumers in light of sustained pressure on household budgets. The response in the cake market has been strong own-label NPD activity and the introduction of competitive £1 price points by brands, which combined have positioned cake as an affordable alternative to other treats, important given that being ‘overpriced’ is a primary barrier to purchase among potential cake buyers.

Taste is deemed to be more important than healthiness by two fifths of users, however health concerns remain a significant barrier to take-up, suggesting there is scope to broaden the variety of healthier alternatives available to stimulate growth among low/non-users.

This report examines the UK retail market for cakes and cake bars. The market size includes sales through all retail channels including direct to consumer. Mintel defines the market as comprising packaged (wrapped) cakes which are kept at ambient temperatures. The market can be broadly segmented into small cakes/cake bars/ special-occasion cakes and large cakes.

‘Small cakes and cake bars’ include wrapped individual cakes either sold singly, or as multipacks or assortments, and seasonal/occasion cakes. These include cake bars, slices, pies, tarts and mini cakes.

‘Large cakes’ include wrapped cakes intended for sharing such as birthday cakes, Swiss roll, whole cakes, slabs and loaves. It includes malt loaves such as Soreen.

The report excludes unpackaged (unwrapped) products, frozen cakes/pastries, chilled desserts such as fruit sorbets and cheesecakes, cake mixes or baking ingredients and biscuits such as rusks and gingerbread. It also excludes sales via catering or foodservice establishments ie those sold in cafés, restaurants etc, however, references and comparisons to these sectors may be made where relevant.

Take a look inside a sample report to see what you will receive: Download now.

Figure 70: Nutritional and ingredient-based factors that would influence choice of cake and cake bars, March 2013

Figure 71: Most popular nutritional and ingredient-based factors that would influence choice of cake and cake bars, by demographics, March 2013

Figure 72: Next popular nutritional and ingredient-based factors that would influence choice of cake and cake bars, by demographics, March 2013

Figure 73: Types of cakes/cake bars eaten/bought in the past six months, by most popular nutritional and ingredient-based choice factors that would influence choice of cake and cake bars, March 2013

Figure 74: Types of cakes/cake bars eaten/bought in the past six months, by next most popular nutritional and ingredient-based choice factors that would influence choice of cake and cake bars, March 2013

Figure 75: Nutritional and ingredient-based choice factors when being cake and cake bars, by most popular types of cakes/cake bars eaten in the past six months, March 2013

Figure 76: Nutritional and ingredient-based choice factors that would influence choice of cake and cake bars, by next most popular types of cakes/cake bars eaten in the past six months, March 2013

Figure 77: Nutritional and ingredient-based choice factors that would influence choice of cake and cake bars, by most popular types of cakes/cake bars bought in the past six months, March 2013

Figure 78: Nutritional and ingredient-based choice factors that would influence choice of cake and cake bars, by next most popular types of cakes/cake bars bought in the past six months, March 2013

Figure 79: Non-nutritional and ingredient-based choice factors that would influence choice of cake and cake bars, March 2013

Figure 80: Most popular non-nutritional and ingredient-based choice factors that would influence choice of cake and cake bars, by demographics, March 2013

Figure 81: Next most popular non-nutritional and ingredient-based choice factors that would influence choice of cake and cake bars, by demographics, March 2013

Figure 82: Types of cakes/cake bars bought in the past six months, by most popular non-nutritional and ingredient-based choice factors that would influence choice of cake and cake bars, March 2013

Figure 83: Types of cakes/cake bars bought in the past six months, by next most popular non-nutritional and ingredient-based choice factors that would influence choice of cake and cake bars, March 2013

Figure 84: Non-nutritional and ingredient-based choice factors that would influence choice of cake and cake bars, by most popular types of cakes/cake bars bought in the past six months, March 2013

Figure 85: Non-nutritional and ingredient-based choice factors that would influence choice of cake and cake bars, by next most popular types of cakes/cake bars bought in the past six months, March 2013

Appendix – Consumer – Attitudes Towards Cakes and Cake Bars

Figure 86: Attitudes towards cakes and cake bars, March 2013

Figure 87: Most popular attitudes towards cakes and cake bars, by demographics, March 2013

Figure 88: Next most popular attitudes towards cakes and cake bars, by demographics, March 2013

Figure 89: Types of cakes/cake bars eaten/bought in the past six months, by most popular attitudes towards cakes and cake bars, March 2013

Figure 90: Types of cakes/cake bars eaten/bought in the past six months, by next most popular attitudes towards cakes and cake bars, March 2013

Appendix – Consumer – Barriers to Buying Cake and Cake Bars

Figure 91: Barriers to buying cake and cake bars, March 2013

Figure 92: Most popular barriers to buying cake and cake bars, by demographics, March 2013

Figure 93: Next most popular barriers to buying cake and cake bars, by demographics, March 2013

Figure 94: Types of cakes/cake bars eaten/bought in the past six months, by most popular barriers to buying cake and cake bars, March 2013

Figure 95: Types of cakes/cake bars eaten/bought in the past six months, by next most popular barriers to buying cake and cake bars, March 2013

About the report

This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

The Consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.